What makes this campaign unique is that what you hear in these TV spots are the actual feelings and words of our customers
Austin, Texas (Vocus) March 15, 2010
Residents from throughout Texas are appearing in a new advertising campaign for Green Mountain Energy Company. The company’s new campaign, “For Everyone”, features eight actual Green Mountain customers from the Dallas and Houston metroplex areas, as well as the smaller community of Eagle Pass, Texas.
Green Mountain’s “For Everyone” campaign was developed to communicate the broad range of reasons Texas customers choose 100% pollution-free electricity from the company, which is the nation’s leading retail provider of cleaner energy and carbon offset solutions.
“Through recent market research with both current and prospective customers, it became evident that a variety of reasons, including environmental, economic and concern for future generations, motivate Texas residents to choose clean energy from Green Mountain,” said Paul Markovich, senior vice president of Residential Services, Green Mountain Energy Company. “We’ve learned from our customers that clean energy no longer appeals to a niche segment of the market – that it truly is ‘For Everyone.’”
The integrated advertising campaign consists of TV, radio, billboard and web ads in both English and Spanish. The Green Mountain customers only appear in the TV portion of the campaign. The 15-second TV spots will begin airing in Houston, Corpus Christi and the Rio Grande Valley on Monday, March 15. The 60-second radio commercials and 15-second radio-reads began airing earlier this week in Corpus Christi, Dallas, Houston and the Rio Grande Valley. The ads are running on both English and Spanish–speaking stations. To see the TV commercials, visit http://www.greenmountain.com/commercials. English and Spanish outdoor billboards are up in the Rio Grande Valley and Laredo, Texas. The online component of the campaign will begin later this spring.
Selecting and Interviewing Customers
Green Mountain selected the customers featured in the TV campaign through a series of interviews where the company requested customer feedback. At the time of the interviews, the customers were not aware that there was any possibility of being asked to appear in an advertising campaign.
“What makes this campaign unique is that what you hear in these TV spots are the actual feelings and words of our customers,” said Markovich. “We did not provide them with any scripts or request they say anything specific about the company. They all just expressed their own, personal motivations about why they chose Green Mountain.”
Green Mountain Energy Company was founded in 1997 and helped pioneer renewable energy as an option for retail electric customers. The company became the first retail electric provider in Texas to offer renewable energy when electricity competition began in 2001 and remains the only provider in the nation that is dedicated to cleaner energy.
About Green Mountain Energy Company
Green Mountain, the nation’s leading retail provider of cleaner energy and carbon offset solutions, was founded in 1997 “to change the way power is made.” The company is the longest serving green power marketer in the U.S. and in 2009 was ranked the “Highest in Business Customer Satisfaction with Retail Electric Service” by J.D. Power and Associates1. Green Mountain offers consumers and businesses the choice of clean electricity products from renewable sources such as wind and water, as well as a variety of carbon offset products. Green Mountain customers have collectively helped avoid over 9.8 billion pounds of CO2 emissions. For more information, visit http://www.GreenMountain.com.
1Green Mountain Energy Company received the highest numerical score among business electric service retailers in Texas in the proprietary J.D. Power and Associates 2009 Texas Business Retail Electric Provider Satisfaction StudySM. Study based on responses from 2,231 businesses measuring 7 retailers and measures opinions of businesses with their electric service provider. Proprietary study results are based on experiences and perceptions of consumers surveyed May-June and September-October 2009. Your experiences may vary. Visit jdpower.com.
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